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Research papers

Understanding customers' naive theories of high-tech products and services

We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is...

Catalogue: ESOMAR Congress 1999: The Race For Innovation
Author: Stefana Broadbent Carles
September 1, 1999
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Citation

Carles, S. B. (1999a, September 01). Understanding customers' naive theories of high-tech products and services. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/understanding-customers-naive-theories-of-high-tech-products-and-services